03062ntm a22005177i 4500 000151315 CZ-PrVSE 20220604071223.0 m d cr n|||||||||| 220604s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Semchuk, Anastasiia ISIS:137970 dis Generation Z’s perception of brand activism eng Generation Z's perception of brand activism / Anastasiia Semchuk 2022 ?? stran : digital, PDF soubor Vedoucí práce: Efthymia Kottika Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 This work was carried out to determine the impact of brand activism on the perception of the younger generation Z in the Czech Republic. A qualitative approach was used to conduct the analysis, which helped to analyze the collected data from in-depth interviews. This method helped to find out the opinion of people from the same age category in a particular country. The study proved that brand activism affects generation Z’s perception. The results showed that it is essential for the younger generation to see that brands are not silent and talk about the problems of society. It is crucial for them to understand that the company is making important steps towards a high-quality relationship to its consumers. It was also revealed that brand activism affects brand image. This phenomenon improves the brand in the eyes of the younger generation. In addition, brand activism can change customer characteristics. Generation Z will choose a brand that expresses its opinion about public issues. Overall, the results showed that Generation Z responds positively to brand activism. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Brand activism Generation Z Perception Brand Czech Republic Kottika, Efthymia, 1982- vse20221165123 ths Karlíček, Miroslav, 1979- vse2010558291 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/79208/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/79208 Hlavní práce https://insis.vse.cz/zp/79208/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/79208/posudek/oponent/73074 Oponentura https://insis.vse.cz/zp/79208/podrobnosti dc:identifier NEPOSILAT VSKP vse79208 220602 79208